Edelman Trust Barometer 2008 - Ireland

Edelman Trust Barometer Europe – Irish Findings 2008

Methodology

Edelman’s Ninth Trust Barometer Survey

Conducted by StrategyOne

Thirty-minute telephone survey conducted in October - November 2007.

“ Opinion elites” meeting the following screening criteria:

College educated

In top 25% of household income per age group in each country

Reported significant media consumption and engagement in business news and public policy.

Tracking trust from 2001 - 2008

Sampled two age groups concurrently (25-34 and 35-64)

Opinion elites aged 35-64 (N = 3,100):

Surveyed in 18 countries: 400 in the US; 300 in China; 150 each in United Kingdom, Germany, France, Italy, Spain, the Netherlands, Sweden, Poland, Russia, Ireland, Mexico, Brazil, Canada, Japan, South Korea, and India

Consistent with previous Edelman Trust Barometers

Opinion elites aged 25-34 (N = 675):

Surveyed in 12 countries: 100 in the US; 75 in China; 50 each in United Kingdom, Germany, France, Russia, Mexico, Brazil, Japan, South Korea, and India

New audience to the survey this year

Key Irish Trust Themes

NGOs are far more trusted than any other institution in Ireland.

Over the past year, trust in NGOs and religious institutions both increased significantly.

Strong reliance on mainstream media for information about business and companies.

Newspapers, business magazines, radio news coverage all increased in credibility over the past year while blogs declined.

Irish elites (along with Canadians) consider social networking sites less credible sources of business information than do elites in any other country.

Spokespeople with specialized expertise (particularly financial/industry analysts, doctors and NGO representatives) are the most credible spokespeople, followed by a person like yourself

Business has a historic opportunity to lead:

Tied with NGOs as the trust leaders globally

Leads government in 14 out of 18 countries surveyed

Mainstream news sources continue to be most used and credible

Social media strongest among younger opinion elites and in BRIC countries

A “person like yourself” and experts such as doctors, academics and industry analysts continue to represent the most credible spokespeople; not CEOs

Elites will act positively based on trust or negatively based on distrust in companies

Key Global Themes

Business Paired with NGOs as Global Trust Leaders

NGOs Strongest in Europe

(18 Country Data 35-64)

State of Trust ‘08

Global Trust in Institutions NGOs and Business Tied as the Trust Leaders A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". The higher the number the more you TRUST them to do what is right. 35-64 Opinion Elites (18 Countries); Global Total * * * Statistically higher than comparable age group at the 95% confidence level. Business trust flat in Europe, except down in Sweden

Irish Trust in NGOs and Religious Institutions Increase Significantly A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". The higher the number the more you TRUST them to do what is right. 35-64 Opinion Elites - (Ireland) * * * Statistically higher than 2007 data at the 95% confidence level.

NGOs Have a Strong Trust Advantage Over Business in Most European Countries A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. Please use a 9-point scale where one means that you "DO NOT TRUST THEM AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". The higher the number the more you TRUST them to do what is right. 35-64 Opinion Elites (European Countries) BUSINESS REL NGOs MEDIA GOVERNMENT Sweden Ireland UK France Russia Germany Spain Italy Netherlands Eastern Europe Differs +8 +12 +2 +4 +27 +12 +22 -9 -13 -7 BUSINESS RELIGIOUS NGOs MEDIA GOVERNMENT BUSINESS RELIGIOUS NGOs MEDIA GOVERNMENT BUSINESS RELIGIOUS NGOs MEDIA GOV BUSINESS RELIGIOUS NGOs MEDIA GOV BUSINESS REL NGOs MEDIA GOVERNMENT BUSINESS RELIGIOUS NGOs MEDIA GOVERNMENT BUSINESS RELIGIOUS NGOs MEDIA GOV BUSINESS RELIGIOUS NGOs MEDIA GOVERNMENT BUSINESS RELIGIOUS NGOs MEDIA GOV Poland

Business Leads Government in Nearly Every Market Gap widens over prior years in 7 markets A1-A5. I am going to read you a list of institutions. For each one, please tell me how much you TRUST that institution to do what is right. 35-64 Opinion Elites (18 Countries) Canada 39% 49% +10 USA 39% 58% +19 Mexico 49% 75% +26 Brazil 22% 61% +39 Sweden 39% 63% -24 Ireland 35% 47% +12 UK 34% 45% +11 France 35% 30% -5 Spain 37% 49% +12 Russia 38% 42% +4 Poland 11% 45% +34 Netherlands 55% 64% -9 Germany 27% 35% +8 Japan 45% 61% +16 China 54% 79% -25 India 49% 74% +25 South Korea 40% 43% +3 Government Business Italy 29% 41% +12

A6-A17. Please tell me how much you TRUST businesses in each of the following industries to do what is right. 35-64 Opinion Elites Technology the Most Trusted Industry Irish elites trust automotive less than elites from any other country 80 73 50 54 58 64 63 54 60 69 44 49 73 62 51 49 62 49 47 49 56 44 40 35 Media, Retail, Automotive and Entertainment all declined significantly from ‘07-’08

Seven of Top Ten Most Trusted Headquarters Countries are European A 18-35. Please tell me how much you trust global companies headquartered in the following countries to do what is right on a scale 1-9. 35-64 opinion elites in 18 countries global total. Top Ten

Use and Credibility of Information Sources: Top-Down “Vertical” Sources Lead; Peer-to-Peer “Horizontal” Media Making Inroads

Mainstream Media Growing in Credibility in Ireland; Blogs Declining C2-C16. In general, how credible do you feel each of the following sources is for information about a company ? If you have not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely credible, very credible, somewhat credible, or not credible at all? 35-64 Opinion Elites (Ireland) * Statistically higher than the comparable year at the 95% confidence level. * * * *

Media Credibility : Business Media and Radio Coverage are Particularly Strong in Ireland C2-C16. In general, how credible do you feel each of the following sources is for information about a company ? If you have not heard of the source, just say so. Is information about a company that you get from (INSERT FIRST) extremely credible, very credible, somewhat credible, or not credible at all? 35-64 Opinion Elites 57 49 58 45 46 47 34 26 34 26 27 12 15 14 17 60 47 58 43 46 45 29 23 41 33 23 16 17 15 14

Media Usage: Mainstream Media Still the Most Frequently Used for Business Information C1. From which of the following sources do you get information about companies on a regular basis? 35-64 Opinion Elites (18 Countries) Regular Usage IRE % FRA % GER % UK % EU % US % Television news coverage 83 55 79 76 68 71 Articles in newspapers 90 69 77 73 74 67 Articles in business magazines 61 58 72 53 56 57 Conversations with your friends and peers 70 41 52 59 53 50 News coverage on the radio 76 55 60 59 56 46 A company’s own Web site 48 41 27 51 46 43 Stock or industry analyst reports 32 23 48 39 34 42 Communications issued by companies such as press releases, annual reports, and newsletters 40 25 44 43 37 35 Corporate or product advertising 38 17 35 39 33 33 Blogs 14 5 13 9 10 11 Wikipedia 24 18 39 25 26 19 Social Networking Sites 9 6 17 8 11 8 Most Used Source of Information Globally Articles in newspapers 11 of 18 Countries Television news coverage 5 of 18 Countries Articles in business magazines 2 of 18 Countries Great variety among countries’ use of social media

Spokespeople: Person Like Yourself and Experts Continue as Most Credible Spokespeople

Many Spokespeople Increased Significantly in Credibility Over the Last Year C18-C27. In general, when forming an opinion of a company, if you heard information about a company from [INSERT PERSON], how credible would the information be? If you have not heard of this kind of person, just say so. Would the person be extremely credible, very credible, somewhat credible, or not credible at all? 25-64 Opinion Elites

“ Ranking of Characteristics Increasing Trust in Someone Sharing Information About a Company C29. All other things being equal, which THREE of the following characteristics are most likely to increase your trust in someone sharing information about a company? Are you MOST likely to trust the person if he/she … 35-64 Opinion Elites (EU Countries) “ A Person Like Me” Defined More By Common Interests Than By Shared Demographics or Religion Political Beliefs:  ITA  , GER, FRA; ↓ ESP Profession: ↓ UK, GER, ITA, RUS, NLD 57 42 32 22 14 15 5 6 61 54 23 24 19 23 7 14

Why Trust Matters: Elites Will Act Positively Based On Trust Or Negatively Based on Distrust In Companies

Both Trust and Distrust Drive Actions - Positive or Negative D1/D6. When you think of companies that you (trust vs. do not trust), how likely are you to take each of the following actions in relation to those companies? 35-64 Opinion Elites (UK/France/Germany) Negative Positive 90% 87% 70% 89% 39% 40% 27% Distrust Company Trust Company N/A Buy/Do not buy their products or services Share your opinions with others Support/Oppose plans to locate in your community Choose/Refuse to invest in them Share your experiences online Write a letter or email to media, politician or official third party Actively demonstrate against them Positive action employed as frequently as negative

Information is Shared Most With Friends and Families; Influence Extends to Professional Peers and Co-Workers With Whom Do You Frequently Share information About Companies? C30. With whom do you frequently share opinions about companies? 35-64 Opinion Elites 79 83 56 57 43 30 25 16 20 20 1 0 75 68 62 63 33 27 18 12 16 7 2 1

Job Creation is the Most Important Driver of Local Reputation Important Factors for Building Local Reputation B2. Which of the following actions do you believe are most important for a global company seeking to build its local reputation in your area? Please select THREE of the following. The company… 35-64 Opinion Elites Every region rates job creation first. 75 61 44 35 22 21 23 63 47 47 37 31 29 21

Trust Influences Company’s Brand Equity, Stock Price and License to Operate Trust Factors Trust Actions Trust Outcomes